Engagement & Retention project | Tamara Leisure Experiences

The Tamara Coorg

We do not have a data management system that tracks RFM. Its all broken data on multiple platforms but I was still not able to get any concrete figures for the past 10 years of business. We do have many planned integr

Core Value Proposition:

A luxurious resort surrounded by the western ghat in a 184 acres of organic coffee plantation with unique experiences to unwind and create memorable moments with your loved ones. At The Tamara Coorg, a guests can savor local delicacies to multi-cuisine from around the globe to satiate their food cravings. An award winning spa with signature therapies to wide range of Ayurvedic therapies to truly relax, rejuvenate and refresh.

The guests truly 'reconnects with nature' and self while at The Tamara Coorg.

Users Experiences with the CVP:

Rooms are built on stilts and every room has a unique view of either the plantation or the western ghats.
There are 9 unique nature led unique experiences to offer relaxation, and opportunities to create fond memories.
Guests are informed of the air quality difference and have also experienced better sleep during their stay to truly relax and unwind. Guests also experiences the same through images/communication on social media and website.
Packages are curated to cater to all ICPS - young couples, group of friends or old couples around nature led experiences. It also includes meal plans breakfast only package, all meals package, honeymoon package, Explore Coorg package and wellness package to offer a truly immersive experience.
Experiences curation is done over a call pre-arrival to ensure the stay is personalised and there by truly exceptional.
Past guests are kept informed through newsletters and email campaigns on the new developments on a monthly basis.

What is the natural frequency?

To add more perspective to the natural frequency -

Guests coming from Delhi/Mumbai/Gujarat/Hyderabad - they tend to come once to The Tamara Coorg as the commute is long and they are usually clubbing this stay with other southern destinations like a Wayanad/Ooty etc. This is common among older age group.

Guest who are from Mumbai/Delhi and are mid 30s-40s are more keen to come and explore the property again, but at the price point they may not consider a 3rd visit. They would rather go to The Tamara Kodai or other such resorts from the Tamara.

Guests coming from Bangalore have the natural tendency to visit more than 2-3 times until they are a young couple (as we have kids policy ( 11months to 12 years not allowed) we see a drop once they hit parenthood).

Guests from Bangalore/Chennai older TG with teenage kids or without kids prefer coming at least 2 in -1twelve months ( repeat after 10- 12 months) and then after a long gap or some cases they do not as they want to explore different properties at the same price point. They usually travel in groups - friends or families.

Guests coming from Chennai who are a regular to The Tamara Kodai travel to Coorg - again have seen that they travel with family (no young kids) at a natural frequency of 1 in 12 months.

75 % of repeat is from Karnataka and Tam

Concluding

Causal Guest: 1 visit with minimum 2 nights stay

Core Guests: 2 visits in 10-12 months with min 2 night stay

Power Guests: 3 visits to The Tamara Coorg 2 nights stay minimum in 3 years time frame and 2 other property visits in the same time frame.

Depth of Engagement

Time and Money- For long distance guest (key markets Delhi/Mumbai/Ahmedabad) The number of nights spent could directly impact the revenue hence time is an important factor per stay which also means they will indulge in more experiences/meals/drinks or spa - all equals to more revenue. So money and time together have an impact of engagement. Frequency as secondary to make more exciting deals / offers or club with other properties to make them revisit.

Frequency- Primary for Karnataka and Tamil Nadu - as the propensity to drive and revisit is high from these markets. Time and Money as secondary for this market to get the guests to upgrade/add another night or indulge more in paid experiences by personalizing it.

E&R Metrics

Active User

Guests who makes the booking and who stays at the property for minimum 1 night is an active user
So as the data suggests that the Bangalore and Chennai guests repeat is higher than other city as its is a pleasant drive and easily accessible. I will use the Frequency as the primary engagement metric and depth as secondary
For guests travelling from long distances I would use depth as the primary engagement metric and frequency as secondary
Some aspects of Breadth are usually part of the package so the incremental revenue wouldn't be as impactful to the overall GMV.

Engagement Framework	Key Tracking Metric	Selected	Rationale
Frequency	the number of time the guest returns to stay	primary/secondary as explained above based on the TG	Frequency is a business need as justifies the CAC and greatly impacts the CLTV however with limitation of number luxury properties frequency for the same resorts seems limited to a min of 3-4 visits in a lifetime as the user would want to spend the same amount to visit other destination or resorts. This is based on the calls.
Depth	Number of nights the guests stays	Primary/secondary based on the TG	the chances of increasing length of stay and adding experiences seems like a fair option to give them a upgrade/value added services to improve the overall revenue per user.
Breadth	The number of experiences/spa/meals used during the stay	NA	The features like unique experiences, spa, bar, and meals add a great value to the overall revenue

Natural frequency

1 time/12 months for min 2 nights

Define Customer Segmentation

	Depth	Frequency	Breadth	ICP	Adv Segmentation	Revenu
Casual	min 2 night stay	1	takes at least 2-3 unique experiences and a spa	This user is a young TG who probably visited for honeymoon or couples package. Wanted private time but also explore some nature led unique experiences. 1 signature couple spa/ and all 2 meals package. Also chances are they do not return soon as we have child policy - spoke to 2 customers who fell into this category of becoming parents and then churned.	Promising	50000 + Tx
Core	minimum 2.5 length of stay	twice in 1 year	Likes quite time with the family . not so big on experiences	This age group is between 50-60. They usually come with family and want to enjoy good food, rooms with view and overall the family time at the resort. They may take some free group experiences within the resort but nothing paid as such.	Loyalists	80,000 + txs (2 visits without exp
Power	stay minimum for 2 - 2.5 nights	3 times in a period of years including 2 visits to other properties	usually enjoy staying in, enjoying the view/property. take 1-2 unique experiences.	Power users are based in Chennai and Bangalore in the range of 35-55. They either do not have kids as in most cases repeat guests from these cities in this age have not visited with kids. They prefer long drives, like the comfort of the known resort, like the food, view and overall experience. Are also who are high on giving referrals for the brand. they are usually start-up founders/businessmen/ c-suite professionals. travel with their families or group of friends.	Champions	250000 + txs (including all stays and exps)
Casual 2	2 nights min with min 3 rooms 6-9 guests	1 visit	All experiences including spa	This is a group TG between 50-65. they are retired or business family from mumbai/bangalore/ chennai/ delhi. They travel with their group of freinds or large family. they want to experience everything, they want bang out of every bug. usually gujaratis and marwadis who want veg or Jain food.	Promising	175000 + txs

Engagement Hook

This seemed difficult but have tried to see if I understood the concept -


To improve the retention rate from 10% today to 30% by end of march 2025	Goal
Measuring month on month retention rate improvement	Success Metric
only 10% of my total guests revisit - this number is not 100% correct as we are doing this manually	Problem statement
We don't have any tools and automation to track exact metrics or create a robust referral & repeat campaign so we do everything entry manually	current alternative
convert casual to core and core to power create a series of segmentation on salesforce (causal/core/power) create personalized email campaigns	solution
open rate on emails/ bookings from the campaign/lead score/ retention rate Month on month/RFM	Metrics
While we do not have plans to currently build a loyalty program just for the Tamara Coorg - the idea here would be to look at the Tamara Leisure Experiences as a larger brand with 7 properties currently (Luxury/Wellness/Business+Leisure and Budget hotel categories) to enroll all users across categories into loyalty program for free and create a base booking parameter to enter a basic membership program with some points to avail discount on the rooms, late check-in/check-outs/unlock experiences/get a memorabilia/ unlock a butter service/unlock city sight seeing/unlock wellness etc. A little different than just the room upgrades. Casual - Silver - certain discounts on experiences and 10% room just at all The Tamara Resorts Core - Gold : Power - Platinum	Milestones

Engagement Campaigns

Creating fomo - you missed this in your last stay wrt to experiences

Making them feel like royals - offering a butler service/exclusive experiences like bird watching, blossom to brew and honey harvesting

Creating desire by a series on senses of tamara - sounds of birds - hornbill/ sounds of 7 waterfalls/ aromas of Coorg / slurps of/recipe of chukku coffee (a fond memory of every guest)

Creating nostalgia - share memories from tagged images to the guests and welcome them back with an offer

Shop sustainable - emailers on shop from The Verandah our sustainable store to buy new range of products or bestsellers

User Segment	Casual (young couple)	Core	Power
Goal	Increase frequency of visit	To drive a booking	To drive a booking
Pitch	Send fond memories from last visit with images and some new features/experiences from last visit	Create nostalgia by sharing their itinerary, notes from the feedback or images from mentions	UnlockRoyalty - Butler Service Private tours and experiences
Channel	2 comms Email only last 2 on Email and WhatsApp (also optimise where user is engaging more)	Emails and whatsapp (optimise where the engagement is high)	Personal call personal written invites and a goodie bag with the voucher detailing the Unlock Royalty
Offer	20% off on suite rooms 30% off on Couple Spa and a private dinner with bonfire on with a butler service dropped from 10000 to 7000	20 % off for repeat guests limited for 6 months from the date of issue	A premium priced product with everything personalized at a the same cost as last booking but a truly different experience. with a dedicated sales person to overall pre-arrival/arrival and post stay experiences
Frequency	1st comms from D0 from the occasion 2nd comms after D20 3rd comms on D35 4th comms D40	1st comms from D0 from the occasion 2nd comms after D30 3rd comms on D60 4th comms D90 5th comms D120 until 1 week before the visit	2 calls 1 printed invite 1 goodie bag
Timing	6 weeks before the anniversary/birthday date	6 months before	1st call week later a printed invite a month later a goodie bag 1 call to follow-up
Metrics	Open rates CTR Bookings Drop offs	Open rated CTRs Bookings Drop offs	Bookings reviews / feedback

User Segment	Casual	Core	Power
Goal	TOM	TOM	TOM
Pitch	Creating desire by a series on senses of tamara - sounds of birds - hornbill/ sounds of 7 waterfalls/ aromas of Coorg / slurps of/recipe of chukku coffee (a fond memory of every guest). every month a new video on senses of tamara	Creating desire by a series on senses of tamara - sounds of birds - hornbill/ sounds of 7 waterfalls/ aromas of Coorg / slurps of/recipe of chukku coffee (a fond memory of every guest)every month a new video on senses of tamara	Creating desire by a series on senses of tamara - sounds of birds - hornbill/ sounds of 7 waterfalls/ aromas of Coorg / slurps of/recipe of chukku coffee (a fond memory of every guest)every month a new video on senses of tamara
Channel	Email and Whatsapp	Email and Whatsapp	Email and Whatsapp
Offer	Package creation of 5 senses of tamara with inclusion of nature/food/spa experiences with rooms at 201%	package creation of 5 senses of tamara with inclusion of nature/food/spa experiences with rooms at 201%	Package creation of 5 senses of tamara with inclusion of nature/food/spa experiences with rooms at 201%
Frequency	12	12	12
Timing	once a month	once a month	once a month
Metrics	engagement ratio (CTR) bookings open rate	engagement ratio (CTR) bookings open rate	engagement ratio (CTR) bookings open rate

User Segment	Casual	Core	Power
Goal	Sell The Verandah Collectibles	Sell The Verandah Collectibles	Sell The Verandah Collectibles
Pitch	The Craftswoman of Coorg
Channel	Email	Email	Email
Offer	Order Now	Order Now with free shipping	Order Now with a free goodie
Frequency	2
Timing	once in 6 months	once in 6 months	once in 6 months
Metrics	Open rate CTR Orders Drop offs	Open rate CTR Orders Drop offs	Open rate CTR Orders Drop offs

Retention Design

It is difficult for me to make the retention curve as I don't have user wise frequency or drop data within a specific timeframe. Ideally for The Tamara Coorg it would be YOY retention going up or down by a user. What I do have is the following -

The curve flattens after 1st visits -

Best Retention from Nearby cities - Bangalore and Chennai TG who prefer to call and book directly with us over booking online as they prefer to talk and choose specific rooms and have built relationships with reservation team and they actually call out some of their names.

Features that drive retention - Unique resort design with cottages on stilt with a view, food quality, warm and personalized service, the nature element with many unique experiences.

Churn Reasons

90% of guests do not return after their first visit that's how I will define churn for our business. The goal is to increase retention rate to 30% from 10% today.

Voluntary	Involuntary
Price Sensitivity	Child Policy
Long travel (flights + long drive)	Private pool in all rooms
	Brands like TAJ (loyalty program), Mariott (Loyalty programs)
	Airbnbs which have come at similar price points with unique experiences
	EvolveBack has a itinerary program with properties that fall in the line of Coorg so the guests dont just have to look at one destination. Also, stronger international celeb quotient

Negative Actions

Lower scores on Trip Advisor/ Google Reviews and our own feedback system. Anything lower than 4.5 is a concern
Cutting the stay short - Cancellations because of poor experience during the stay - this impacts ratings/wom/retention
Unsubscribed from emailers
Unfollows from social media
Non utilization of the credit note in case of some emergency cancelation
Non availability